“EQ Is More Important Than IQ When It Comes to Leadership”: Publisher’s Internationalé’s Sagorika Sen
Sagorika Sen is the Group Manager at Publisher’s Internationalé. After joining the company six years ago as an account manager, she now looks after national digital media platforms for the company. In her own words, she has managed to transform from the ‘newbie in Australian media’ into a bankable multicultural digital solutions provider at Publisher’s Internationalé. Here, she chats with B&T about what it means to be a woman leading tech and the challenges of managing a remote team.
What does the topic of diversity in the technology sector mean to you?
I actually look at this at two levels. On the first level we have diversity within an organisation, which should go beyond mere tokenism in the name of representation. It’s giving people from diverse backgrounds -race, gender, ability, or sexual orientation – more than a seat at the table, it’s actually trying to actively listen to them and incorporating their ideas into the ‘vie quotidienne’ of an organization.
Then there’s the second tier, at a product and brand level, when you listen to diverse views. Companies get the opportunity to create radical, all-encompassing products that are relevant. As an example, at Publisher’s Internationalé we have a team that speaks over 22 languages and we quickly learned that our digital media habits are very different. We noticed that while we were all mindlessly scrolling through Facebook and Instagram, we were actually mindfully engaged in our own native language through other native digital social media and news media platforms. We took the learnings offered by our own teams in Australia and overseas, blending media interaction with social and cultural nuances to build multicultural ad tech solutions for our clients. Additionally, we took a step back to understand how algorithms drive diverse audiences, how legal and cultural requirements vary and how these components work with the overall messaging strategy. An exciting part about working at Pi is that we travel extensively, to every international market our clients engage in. We eat the local food, try our hand at negotiating in local markets and conduct business meetings with a diverse group of business executives and international media. We then apply diverse insights when planning digital media internationally for our Australian clients.
From a diversity and tech perspective, I think it goes a long way when brands try to tell a multicultural, diverse story. It shows that you’re actually listening to your audiences and your audience segments as a correlation to the demographic composition of a country.
There are obviously still plenty of challenges when it comes to issues of diversity and technology. What do you see as some practical steps that could be put in place today that would make a difference for the industry?
As a digital storyteller myself, I think it’s important to change the narrative when people are really young. It starts at schools and at home when parents start giving dolls to their daughters and Lego kits to their sons.
At an industry level, it’s important to have different platforms that recognise women and to make heroes of the relatively few in executive leadership. It’s important to give them a platform and the voice. It’s important to listen to them. Most organizations form women-based committees to discuss issues around gender diversity. However, the problem is that those committees seldom have any representation from men. In order for us to change the status quo we have to get heterosexual CIS gendered men and women involved. We need to encourage and incentivize their participation. Because real change happens when we begin to have reciprocal dialogue. Events like Women Leading Tech are great platforms to have them at.
How has the shift to remote work impacted your leadership style and changed how you communicate with your team?
I became the Group Manager about two years ago and ever since then my leadership style has been flexible and adaptive. I put people first with flexibility to mould work to what a team member needs.
Considering the remote work situation, I think flexibility is important especially at the beginning, when we didn’t know what we were heading into. This allowed us to go with the flow, meet client KPIs, meet deadlines and continue to work from wherever we were –using meeting technology – and at times greet the occasional baby or pet in meetings. In addition to this two of my key team members were stuck in China and India. We took advantage of this fact and had them contribute with real time on the ground information on how these markets were responding to Covid. Ultimately it really helped me to have them as Pi’s eyes and ears on the ground.
How have you seen the pandemic impact ‘soft skills’, especially around providing support for team members?
More than ever these days EQ is more important than IQ when it comes to leadership. During the pandemic, EQ has been more important than ever. It’s about being understanding of different people and how they function remotely – there are people out there that do need more flexibility and more “open space”. Matching skills with challenges, in a flexible work model that puts the person first.
I think technology has been super helpful. As a leader, you don’t want to slack off on your KPIs and objectives. And I think with the help of remote meeting and collaborative cloud platforms we’ve been able to get stuff done and at the same time be extremely cohesive in our response to client challenges. Some of my team members have been putting longer hours due to the ‘work from home’ situation.
We support the individual situations that people have found themselves in and work around them supportively. I must say that our clients have been a big part of this process and have been a huge part of us being successful during these times.
Please login with linkedin to comment
women leading techLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.